Personalization of content on public displays relies on the knowledge of spectator interests and real-time recognition of social context. In busy public places, with numerous individuals circulating daily, the knowledge of individual interests becomes unrealistic. This paper presents an approach for automatic personalization which, instead of individual profiles, relies on group context. The system recognizes the constellation of spectators in front of a public display, based on their disposition and gender. Thus, the approach provides an important prerequisite for a completely automated personalization, requiring no input from the spectator side, neither for training, nor for real-time content adaptation. The experiment conducted in a public area showed that the presented approach can successfully identify the differences in the content observation of various groups. Moreover, the approach provides an insight into the diversity of circulating groups, and gives a hint about spectators' emotional and conversational response to the content.
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